{"id":13381,"date":"2020-08-10T11:03:00","date_gmt":"2020-08-10T11:03:00","guid":{"rendered":"https:\/\/newblog.siteground.com\/en\/?p=13381"},"modified":"2026-05-13T05:37:37","modified_gmt":"2026-05-13T05:37:37","slug":"keyword-analysis-and-selection","status":"publish","type":"post","link":"https:\/\/www.siteground.com\/blog\/keyword-analysis-and-selection\/","title":{"rendered":"Keyword Analysis and Selection &#8211; Master the Art of SEO"},"content":{"rendered":"\n<p>In my last SEO article, we explored my favorite tools sources for building up a robust keyword universe and got some excellent <a href=\"https:\/\/www.siteground.com\/academy\/keyword-research-tips\/\">keyword research tips<\/a>. In today\u2019s article, I\u2019ll walk through evaluating these keywords for usage within your website or blog, or, in other words, we\u2019ll learn how to do keyword analysis.\u00a0<\/p>\n\n\n\n<p>We\u2019ll also review how to easily locate Google search volumes, we\u2019ll learn what search intent is and why it matters, and then I\u2019ll provide some additional insights into narrowing this list for the best keyword opportunities to win in search and convert these searches into revenue.<\/p>\n\n\n\n<h2 class=\"wp-block-heading has-very-dark-gray-color has-text-color\" id=\"h-creating-a-solid-keyword-strategy-by-pulling-search-volumes-for-your-keyword-list\"><span class=\"ez-toc-section\" id=\"creating-a-solid-keyword-strategy-by-pulling-search-volumes-for-your-keyword-list\"><\/span><strong>Creating a Solid Keyword Strategy by Pulling Search Volumes for Your Keyword List<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>The last time we were together I gave readers all my favorite tools for finding keyword ideas and options, then I had tasked readers with the process of researching keyword phrases.&nbsp;<\/p>\n\n\n\n<p>Now that you have your list of keyword ideas, it is time to pull data on the phrases so you can decide which keywords would be best to use on your website or blog.&nbsp;<\/p>\n\n\n\n<p>We can\u2019t target everything, so we need to pick and choose wisely. I like to use data for this phase of the planning process. Data helps guide me down the right path and it helps me stay away from futile pursuits of unrealistic keyword options.<\/p>\n\n\n\n<p>For this task, I love using KW Finder for the purpose of keyword analysis. Actually, it\u2019s the <strong>only<\/strong> SEO tool I\u2019ll use for pulling data on keyword volumes, trends, and trends.<\/p>\n\n\n\n<h2 class=\"wp-block-heading has-very-dark-gray-color has-text-color\" id=\"h-using-kw-finder-for-keyword-analysis-and-selection\"><span class=\"ez-toc-section\" id=\"using-kw-finder-for-keyword-analysis-and-selection\"><\/span><strong>Using KW Finder for Keyword Analysis and Selection<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Start by going to <a href=\"https:\/\/app.kwfinder.com\/\" target=\"_blank\" rel=\"nofollow noreferrer noopener\"> https:\/\/app.kwfinder.com\/<\/a>.<\/li>\n\n\n\n<li>Locate the Import option in the top navigation bar.<\/li>\n\n\n\n<li>Once there you can drag your file over from your hard drive, copy and paste keywords straight into the tool, or use the Choose a file button to import a file.<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image size-large\"><a href=\"https:\/\/newblog.siteground.com\/en\/wp-content\/uploads\/sites\/2\/2020\/05\/1-KW-Finder-Import.png\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"592\" src=\"https:\/\/newblog.siteground.com\/en\/wp-content\/uploads\/sites\/2\/2020\/05\/1-KW-Finder-Import-1024x592.png\" alt=\"creating keyword strategy with kw finder\" class=\"wp-image-13382\" \/><\/a><\/figure>\n\n\n\n<ul class=\"wp-block-list\">\n<li>In this example, I used copy and paste, when set my location to the United States.<\/li>\n\n\n\n<li>Next, I simply click on the green Process Keywords button.<\/li>\n\n\n\n<li>Once the import occurs, I\u2019ll see a fresh screen that shows all my keywords with search data specific to the United States. <\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image size-large\"><a href=\"https:\/\/newblog.siteground.com\/en\/wp-content\/uploads\/sites\/2\/2020\/05\/2-KW-Finder-Keyword-Data.png\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"773\" src=\"https:\/\/newblog.siteground.com\/en\/wp-content\/uploads\/sites\/2\/2020\/05\/2-KW-Finder-Keyword-Data-1024x773.png\" alt=\"keyword analysis \" class=\"wp-image-13384\" \/><\/a><\/figure>\n\n\n\n<ul class=\"wp-block-list\">\n<li>I can sort the columns by their headers to start viewing my keywords ranked by criteria like monthly search volumes, PPC ad costs, or keyword competition.<\/li>\n\n\n\n<li>I can also click on any keyword row to see ranking data and trends on the right side of the page. This will help you see if a keyword is moving up or down with popularity and if you\u2019d have easy or hard competitors. In the below example, SEO consulting has been trending down. My agency page (Web Savvy) is in position six on Google and it has some stiff competition from websites like Clutch.co and OutspokenMedia.com. Both have solid domain authority and backlinks.\u00a0<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image size-large\"><a href=\"https:\/\/newblog.siteground.com\/en\/wp-content\/uploads\/sites\/2\/2020\/05\/3-Keyword-Data-for-SEO-Consulting.png\"><img loading=\"lazy\" decoding=\"async\" width=\"829\" height=\"864\" src=\"https:\/\/newblog.siteground.com\/en\/wp-content\/uploads\/sites\/2\/2020\/05\/3-Keyword-Data-for-SEO-Consulting.png\" alt=\"keyword selection and evaluation\" class=\"wp-image-13385\" \/><\/a><\/figure>\n\n\n\n<ul class=\"wp-block-list\">\n<li>I can view this data online and easily export my SEO keyword analysis to Excel. To do so, I simply click the check all box and then Export. I\u2019ve highlighted both in red below.<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image size-large\"><a href=\"https:\/\/newblog.siteground.com\/en\/wp-content\/uploads\/sites\/2\/2020\/05\/4-Keyword-Export-Process.png\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"648\" src=\"https:\/\/newblog.siteground.com\/en\/wp-content\/uploads\/sites\/2\/2020\/05\/4-Keyword-Export-Process-1024x648.png\" alt=\"exporting keyword research to Excel\" class=\"wp-image-13386\" \/><\/a><\/figure>\n\n\n\n<ul class=\"wp-block-list\">\n<li>The next step is to review the data offline. This export will look like the following once I eliminate the columns I do not want.<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image size-large\"><a href=\"https:\/\/newblog.siteground.com\/en\/wp-content\/uploads\/sites\/2\/2020\/05\/5-Excel-Export-Data.png\"><img loading=\"lazy\" decoding=\"async\" width=\"458\" height=\"321\" src=\"https:\/\/newblog.siteground.com\/en\/wp-content\/uploads\/sites\/2\/2020\/05\/5-Excel-Export-Data.png\" alt=\"\" class=\"wp-image-13388\" \/><\/a><\/figure>\n\n\n\n<p>This data will help me evaluate keyword phrases to decide if they are something I would like to focus on as I move forward with keyword mapping and creating an editorial plan.<\/p>\n\n\n\n<h2 class=\"wp-block-heading has-very-dark-gray-color has-text-color\" id=\"h-understanding-search-intent-is-key-when-it-comes-to-keyword-analysis\"><span class=\"ez-toc-section\" id=\"understanding-search-intent-is-key-when-it-comes-to-keyword-analysis\"><\/span><strong>Understanding Search Intent is Key when it Comes to Keyword Analysis<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>&nbsp;Before we start finalizing keywords, we need to take a step back and think about search intent. This will keep us from going down a path of inaccurate phrases that don\u2019t align with our target market and offering.<\/p>\n\n\n\n<p>Search intent sounds scary, but you don\u2019t have to let it be intimidated. The concept isn\u2019t that hard to understand if you try and think like Google.<\/p>\n\n\n\n<p>Search intent simply refers to a human\u2019s intentions when performing a search. For example, when a user searches in Google for \u201chot dog\u201d did he mean a dog that is hot from the sun or did he really want results that pertained to the food hot dog?&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><a href=\"https:\/\/newblog.siteground.com\/en\/wp-content\/uploads\/sites\/2\/2020\/05\/Hot-Dog-vs-Hot-Dog.png\"><img loading=\"lazy\" decoding=\"async\" width=\"441\" height=\"491\" src=\"https:\/\/newblog.siteground.com\/en\/wp-content\/uploads\/sites\/2\/2020\/05\/Hot-Dog-vs-Hot-Dog.png\" alt=\"what is search intent in keywords\" class=\"wp-image-13390\" \/><\/a><\/figure>\n\n\n\n<p>Understanding what the user expected to receive for a given search phrase is search intent. You might be surprised to know Google is pretty darn good at figuring this out these days.<\/p>\n\n\n\n<h2 class=\"wp-block-heading has-very-dark-gray-color has-text-color\" id=\"h-the-different-types-of-search-intent\"><span class=\"ez-toc-section\" id=\"the-different-types-of-search-intent\"><\/span><strong>The Different Types of Search Intent<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>There are four main types of search intent and they are:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>Navigational<\/strong> \u2013 Navigational searches are performed with the intent of surfing directly to a specific website. These are direct searches for a brand, company, website, or a person.<\/li>\n\n\n\n<li><strong>Informational <\/strong>\u2013 This is the largest category and typically represents people looking for quick answers like recipes, sports scores, local weather, the cure to their current ailment or illness.<\/li>\n\n\n\n<li><strong>Commercial <\/strong>\u2013 Investigational searches (leading up to purchase\u0441) that help a buyer find information. These could be consumer or business-related.<\/li>\n\n\n\n<li><strong>Transactional<\/strong> \u2013 These searches are largely for purchases or completing a task such as signing up for a service.<\/li>\n<\/ol>\n\n\n\n<p>In my above list of keywords, the phrase \u201cwhat is digital marketing\u201d is an informational search. The user is searching for information and not yet ready to purchase. In this search term results we\u2019ll see a mix of Google\u2019s Knowledge Graph data that includes a Knowledge Panel, People Also Ask, Videos, Top Stories, Business Industries, and Creative Hobbies.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><a href=\"https:\/\/newblog.siteground.com\/en\/wp-content\/uploads\/sites\/2\/2020\/05\/6-Digital-Marketing-Results.png\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"828\" src=\"https:\/\/newblog.siteground.com\/en\/wp-content\/uploads\/sites\/2\/2020\/05\/6-Digital-Marketing-Results-1024x828.png\" alt=\"search intent in seo \" class=\"wp-image-13392\" \/><\/a><\/figure>\n\n\n\n<p>The search term \u201cSEO consultant\u201d would be more commercial or transactional, because it indicates that the searchers are now looking for someone to help do digital marketing for them. Google knows this phrase is for a person to do SEO, so it places the local map results at the top of the search engine results screen.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><a href=\"https:\/\/newblog.siteground.com\/en\/wp-content\/uploads\/sites\/2\/2020\/05\/7-Google-My-Business-Results.png\"><img loading=\"lazy\" decoding=\"async\" width=\"679\" height=\"642\" src=\"https:\/\/newblog.siteground.com\/en\/wp-content\/uploads\/sites\/2\/2020\/05\/7-Google-My-Business-Results.png\" alt=\"different types of search intent\" class=\"wp-image-13393\" \/><\/a><\/figure>\n\n\n\n<p><strong>Takeaway:<\/strong> A key takeaway here is the search intent matters to both national and local searches. Google My Business uses search intent to determine what phrases to associate to map-based results.<\/p>\n\n\n\n<h3 class=\"wp-block-heading has-very-dark-gray-color has-text-color\" id=\"h-does-search-intent-really-matter-to-website-owners\"><strong>Does Search Intent Really Matter to Website Owners?<\/strong><\/h3>\n\n\n\n<p>Many years ago, we used to be able to manipulate search results because search intent was not as important as it is in today\u2019s search environment. By \u201cmanipulate\u201d I mean I could reach for phrases that are outside my core focus area.<\/p>\n\n\n\n<p>In today\u2019s world of SEO, it is much more difficult to stretch for keywords and phrases that don\u2019t directly relate to your content. The reason for this is Google is smart and Google understands what the user wants and will make sure the results match up closely to this want.<\/p>\n\n\n\n<p>Don\u2019t stray from search intent or you will find yourself frustrated and sitting on page 20 of the search engines results page!<\/p>\n\n\n<p>[subscribe_cta]<\/p>\n\n\n\n<h2 class=\"wp-block-heading has-very-dark-gray-color has-text-color\" id=\"h-narrowing-your-keyword-list-based-on-relevance\"><span class=\"ez-toc-section\" id=\"narrowing-your-keyword-list-based-on-relevance\"><\/span><strong>Narrowing Your Keyword List Based on Relevance<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>You will not rank on every keyword phrase you want, so you have to pick your battles. I like to start with a large list as I brainstorm ideas, then I reduce those down to a manageable level.<\/p>\n\n\n\n<p>As you go through your keyword list to make your selection, you always have to stay focused on your target market and what they need. This is why we started our articles series spending so much time on website personas and your target markets\u2019 pain points!<\/p>\n\n\n\n<p>Review each phrase in your list and think through what phrases would appeal most to your audience. And then think through how these phrases align to what you offer. If a phrase doesn\u2019t match up to your target market <strong>and<\/strong> your offering you need to eliminate it.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-a-few-tips-to-keep-you-sane-and-successful\"><strong>A Few Tips to Keep You Sane and Successful<\/strong><\/h3>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-1-know-that-with-keyword-zero-isn-t-really-zero\"><strong>1. Know That with Keyword Zero Isn\u2019t Really Zero<\/strong><\/h4>\n\n\n\n<p>The search volumes you see will present blank values at times and this blank indicates a zero search volume. That said, zero isn\u2019t really zero and I have actual Google data to support this theory.<\/p>\n\n\n\n<p>As part of my seed list development process, I will pull phrases from Google Analytics and Google Search Console. These phrases were used by a real human to reach my website or that of my client. Thus, I know there is a search volume for these phrases.<\/p>\n\n\n\n<p>When I plug these phrases into KW Finder, I receive zero search activity. How can that be since KW Finder pulls its data from Google\u2019s API? After all, there is search volume and Google Search Console told me so.<\/p>\n\n\n\n<p>It is a mystery and the only answer I can come up with is that Google doesn\u2019t consider the phrase pay per click-worthy, so it fails to show volume.<\/p>\n\n\n\n<p>This is frustrating to me and it will be frustrating to you. So just remember zero may mean zero or it could just be that Google won\u2019t provide data.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-2-review-ppc-bids-nbsp\"><strong>2. Review PPC Bids&nbsp;<\/strong><\/h4>\n\n\n\n<p>Let me state that I am not suggesting PPC and the payment for ads. I\u2019m an SEO girl through and through. That won\u2019t change anytime soon.<\/p>\n\n\n\n<p>That said, I do like to look at PPD bid amounts because I think this data point can be an indication of high converting search terms. We want high converting search terms, so always review PPC amounts to see if you\u2019d like to grab organic search for those terms.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-3-prioritize-your-keywords\"><strong>3. Prioritize Your Keywords<\/strong><\/h4>\n\n\n\n<p>Now that we have our list of keywords and search volumes, we can begin reviewing these in detail. I like to do this using a scoring methodology.&nbsp;<\/p>\n\n\n\n<p>I give a simple rank of 1-High, 2-Medium, 3-Low, and 4-None to phrases as I review them. The numbers will allow us to quickly sort the spreadsheet by ranking.&nbsp;<\/p>\n\n\n\n<p>As you rank your keyword phrases you are ranking them in order based on how closely they align to your target market, their pain points, and what you do to solve those pain points. I\u2019m repeating myself here and this is because you need to stay mindful of this idea as it is the core of successful keyword research and selection.<\/p>\n\n\n\n<p>In my above examples, I pulled searches for PPC and SEO terms. I only really do SEO and Google knows this, because it knows who I am and what I do. It would be a waste of my time to target PPC terms since I won\u2019t sell anything PPC related. I\u2019m better off staying close to what I do and targeting those phrases. Thus I would eliminate any PPC related phrases as they will be a waste of my time and effort.<\/p>\n\n\n\n<h2 class=\"wp-block-heading has-very-dark-gray-color has-text-color\" id=\"h-vet-your-keyword-phrases-in-search\"><span class=\"ez-toc-section\" id=\"vet-your-keyword-phrases-in-search\"><\/span><strong>Vet Your Keyword Phrases in Search<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Before you fully sign off on your targeted keyword list, I want you to review them in Google\u2019s search results. This is an easy task, but an important one!<\/p>\n\n\n\n<p>Here are the steps:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Grab your list of targeted keywords.\u00a0<\/li>\n\n\n\n<li>Open up a fresh browser window with no history or signed in accounts to Google. I typically use Chrome for all my normal activity and use an alternate browser like Firefox for searches because I have it set to store zero history.<\/li>\n\n\n\n<li>Take your first focused keyword phrase and search for it on Google. Then take a moment to review the results.\u00a0<\/li>\n\n\n\n<li>Ask yourself some questions:<\/li>\n<\/ol>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Do the search results align to my target market?<\/li>\n\n\n\n<li>Do the search results align to what I offer?<\/li>\n\n\n\n<li>Do the search results include national, local, or a mix of results?<\/li>\n\n\n\n<li>How good is the content presented? Is it old and dated or short and incomplete?<\/li>\n\n\n\n<li>Can you create better content?<\/li>\n<\/ul>\n\n\n\n<p>Finally, remove anything that scares you or just doesn\u2019t seem like a fit.<\/p>\n\n\n\n<h2 class=\"wp-block-heading has-very-dark-gray-color has-text-color\" id=\"h-finalize-your-keyword-list\"><span class=\"ez-toc-section\" id=\"finalize-your-keyword-list\"><\/span><strong>Finalize Your Keyword List<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Now that you\u2019ve gone through keyword prioritization and vetting your terms in search, you should have a solid list of phrases to use in keyword mapping.<\/p>\n\n\n\n<p>Before we move onto that, I want to answer one question I am always asked: How many keywords do I need to finalize?&nbsp;<\/p>\n\n\n\n<p>There is no firm answer because it varies greatly by the type of website or blog, industry, geographic focus, etc.<\/p>\n\n\n\n<p>Just select an amount that feels like it will help provide you with a solid plan for moving forward with SEO. If you have enough keywords to bring in the traffic you want, then you should be good to go. At least for now. I tend to do keyword research every six months and once you start, you\u2019ll probably want to too.<\/p>\n\n\n\n<h2 class=\"wp-block-heading has-very-dark-gray-color has-text-color\" id=\"h-coming-up-next\"><span class=\"ez-toc-section\" id=\"coming-up-next\"><\/span><strong>Coming Up Next!<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>We\u2019ve come a long way together in these first three articles and we\u2019ll continue our SEO journey next with keyword mapping and content planning.&nbsp;<\/p>\n\n\n\n<p>Once we wrap up our keyword mapping you\u2019ll have a solid plan and strategy for SEO efforts!<\/p>\n\n\n<p>[subscribe_cta]<\/p>","protected":false},"excerpt":{"rendered":"In my last SEO article, we explored my favorite tools sources for building up a robust keyword universe and got some excellent keyword research tips. In today\u2019s article, I\u2019ll walk through evaluating these keywords for usage within your website or blog, or, in other words, we\u2019ll learn how to do keyword analysis.\u00a0 We\u2019ll also review&hellip;","protected":false},"author":98,"featured_media":13395,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2017,2098],"tags":[],"class_list":["post-13381","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business","category-hosting-insights"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v24.2 (Yoast SEO v24.2) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Keyword Analysis and Selection - Master the Art of SEO | SiteGround Blog<\/title>\n<meta name=\"description\" content=\"Master the art of keyword analysis \u27a4 Boost your online presence with our comprehensive guide \u2713 Optimize content and dominate search rankings!\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/newblog.siteground.com\/en\/keyword-analysis-and-selection\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Master the Art of SEO Keyword Analysis and Selection\" \/>\n<meta property=\"og:description\" content=\"If you are looking for tips on how to create the perfect keyword strategy, you&#039;ve come to the right place! Find out more on keyword analysis here =&gt;\" \/>\n<meta property=\"og:url\" content=\"https:\/\/newblog.siteground.com\/en\/keyword-analysis-and-selection\/\" \/>\n<meta property=\"og:site_name\" content=\"SiteGround\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/siteground\" \/>\n<meta property=\"article:published_time\" content=\"2020-08-10T11:03:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-05-13T05:37:37+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/newblog.siteground.com\/en\/wp-content\/uploads\/sites\/2\/2020\/05\/fb-1200x630-3.png\" \/>\n<meta name=\"author\" content=\"Rebecca Gill\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:title\" content=\"Keyword Analysis and Selection - Master the Art of SEO\" \/>\n<meta name=\"twitter:description\" content=\"In my last SEO article, we explored my favorite tools sources for building up a robust keyword universe and got some excellent keyword research tips. 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